Marketing
January 4, 2018
Celebrity influencers' paid posts result in modest engagement rates. Image credit: Bella Hadid for Dior
By Jen King
With contract values estimated to exceed $2 billion by 2019, influencer marketing is here to stay, but the concept still lacks insightful data and analysis for brands to base strategy on to maximize ROI.
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","iv":"992532c9c9a3d6375150fed1dfdd4346","s":"bfd9307e7b3c764c"}
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